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Planning Paid Outreach for Social Media Campaigns

Planning
paid outreach is an imperative part of social media campaigns. You neither
would want to overdo and affect the ROI of the campaign adversely. Nor would
you want a great idea lying around in one corner of the internet space and not
reach out to the people.

Here are
some of my tips that help you plan paid outreach for social media campaigns
effectively.

Calculate backwards

The first
thing that needs to be done is to calculate the minimum overall expectation
based on the base budgeted money spent on the campaign. This should ideally be
in the range of a CPI (Cost per thousand impressions) of 180 – 200 and a CPA
(Cost per action) around 100 -150.

Gauge the organic returns

The current
strength of the fan base, email database, twitter followers and other such
mediums of reach out to the people organically, will help us gauge an organic
fan base number for the campaign. This is explained in detail in the previous
part of this blog series.

Now, the
overall expectation (basis money invested) – organic projection will leave us
with how much of organic push will be required for the campaigns. Ideally, we
require 25-30% push inorganically for a campaign to get it to a point from
where it can take off.

The other way round

Another way
to do the math is to calculate, how big you want to make participation,
regardless of what the ROI could be, at the end of the activity.

Some
campaigns are high decibel campaigns are can be pumped with more paid media to
get massive numbers at the end of the campaign. More often than not, the
activity ends up giving similar CPI and CPA with a higher volumes of absolute
numbers, unless it crashes big.

Selection of Facebook Ads

Currently,
there are about 12 Facebook spots for the web users that we can pick
from; I guess by the time you read this write up, Facebook would have made some
additions to that list. I’d like to mention some priority options that impact
our campaigns.

Like based ads – This
is my personal favourite. It serves a dual purpose of getting a like and
getting the fan engaged with you for the activity. It is the most
prominent ads that you see on the right hand side of the bar.

Application ads – When the
amount of time spent on an ad is high, or if the activity is slightly
complicated, application ads the best pick, they will help us get decent
traction for the activity. It will be costing more than the like
based ads, yet give you better overall participation conversation and
settle your CPA at a decent number at the end of the campaign.

Promoted posts – If the
core messaging of the activity can be effectively brought across in your
posts, picking promoted posts is the right choice. They will also cost
lesser that the earlier options mentioned.

Twitter ads and YouTube Masthead/Pre
rolls

My first
recommendation for spending media is that about 75% of the media budget should
be allocated to the same platform, on which the activity is going to be
conducted. It reduces drop outs and gets the best value from the money spent.

Hence, if
the activity rests on YouTube or Twitter, the spends need to be focused on
these platforms. Twitter ads spots, however, will cost you a bomb, but the
campaigns on Twitter give immense visibility to the brand.

YouTube’s
two most popular spots, the mast-head and the pre rolls are effective ways of
getting traction for your campaigns, even if they rest on a microsite or on a
Facebook Tab.

Paid reach from external sources

The trend of
promoting campaigns on banners, TVC’s, outdoor spots, etc is catching on, but I
feel we are about 5 years away from this being a norm. These spots still should
be considered for high decibel and integrated campaigns.

An exciting
period of social media campaigns awaits us, the coming couple of years will
determine a lot about how things shape up and how much such activities will
penetrate into the marketing budgets and more over the custodians’ mindset.
Only time will tell!

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About

This blog is authored by me, Hardik Joshi. I have participated in marketing endeavors of multiple brands going digital in the last decade. The list includes brands from various industries like finance, telecommunications, FMCG’s, NGO’s, automobiles, marketing agencies and a number of B2B brands. This platform is an attempt to share my experiences and opinions.
You can download my eBook, Social Media Handbook - Amateur to Pro here - http://goo.gl/2tJjk
All views shared are my personal views and are not endorsed by a brand or any company.
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